Yahoo! Products Communication (1)

8/6/2019 Yahoo! Products Communication (1)

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YET ANOTHER HIERARCHIAL OFFICIOUS

ORACLE

Presented By:

Abhideep Wahal

Ambica Chaudhry

Anchal SoodRaashi Pandit

Rahul Nigam

Rewathi Kamath

Shivendra Singh

Surekha roy

Vaibhav Dutta(Group 5)


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ORIGIN

FOUNDED BY STANFORD GRADUATES JERRY YANG ANDDAVID FILO IN 1994

INCORPORATED ON MARCH 2, 1995

HEADQUARTERS IN SUNNYVALE, CALIFORNIA

THE MOST VISITED WEBSITE WITH MORE THAN 412MILLION UNIQUE USERS

IN APRIL 1994,JERRYS GUIDE TO THE WORLD WIDE WEBWAS RENAMED YAHOO!


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About Yahoo!

OPERATES AN INTERNET PORTAL.

PROVIDES A FULL RANGE OF PRODUCTS AND SERVICES INCLUDING ASEARCH ENGINE, YAHOO! DIRECTORY AND YAHOO!MAIL.

YAHOO! SEARCH RELIES ON THE SEARCH TERMS WE ENTER TO INTERPRETAND DETERMINE THE INTENT OF OUR SEARCH.

YAHOO! ALSO WORKS AS AN INTERNET SERVICE PROVIDER(ISP)


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Products to be promoted

Homepage


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Homepage


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The attractive features of yahoo homepage

currently

1. Celebrity news that pops open the moment onevisits the homepage

2. A central place where one can do 3 tasks:

Check email

Web search

News(instant headlines)

3. One can keep record of sites they might want tovisit again simply by copying and pasting theURL


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Whats missing on the Yhomepage

No option for videos

Yahoo is not offered in different languages

Absence of language translator

E-books should be added on the homepage

Refining search-like Google maps , scholars,

article , reader , blogs etc divisions


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YToolbar

Yahoo must incorporate a toolbar that enable

users to jump from email to yahoo sports to

yahoo news , to yahoo mail , yahoo search etc

,and also link their favorite websites ,gaming

sites and social networks ( like facebook,

twitter) for easy and quick access

The faster and easier the experience the more

chances of the user returning


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HOMEPAGE CUSTOMIZATION

An attractive strategy to encourageusers to visit the homepage

Who doesnt like seeing their namedisplayed in bright colors

Customization will enable yahoo tobring its users even closer andalongside attract new users.

An initiative taken by Google was toenable users to write their ownname in the same font as Google'slabel.


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Purpose of internet access

E-mail

General information

Educational information

Music/video on the internet


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School and college students contribute to 44%

of the internet usage.. Along with young men,

they account for 72% of internet usage..

Students mostly use internet for educational

information search and entertainment..


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New to net users - since we targeting newusers in tier 2 and tier 3 cities and majority of

them are school and college students,

therefore we have to make yahoo more

simpler and we should add option regarding

the search of colleges, school and general

information so that they directly click on it and

get entire information.. They dont have togoogle it


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Limited Use Users (in top 8 metros) since

metros comprises of both working class as

well as youth so we will add some job search

options, also along with educational and

general information


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Regular Internet Users- for these kind of userswe can tie up with advertisers so that wecould advertise products in our mail box inattractive way.. For eg.. Pre-expanded video

first plays in LREC 300*250.. If you click onexpand buttom you can see it in 728*255frame..

Since regular users will be accessing mail on

regular basis, it will get they attention andcould lead to online purshase or inrease insale of that product


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Yahoo! search

been in the search game for many years.

is better than MSN but nowhere near asgood as Google at determining if a link is

a natural citation or not. has a ton of internal content and a paid

inclusion program. both of which givethem incentive to bias search results

toward commercial results things like cheesy off topic reciprocal

links still work great in Yahoo


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WHERE Y!Search Lags

Query Processing

Yahoo! seems to be more about text matching when compared to

Google, which seems to be more about concept matching.

"Google has a philosophy of keeping things simple so that people who

are technically challenged can use it without getting confused, Also that

simple things are fast.. Yahoo believes in feature rich application.. their

products are more customizable and complex.

Yahoo's customer is the advertiser. Google's customer is you and me.

That's why Google has been more successful.


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How to make it Large????

In order to be a preferred search engine yahooshould be able to understand the touch pointsof its target group which is mainly the youth,

like googe does.

Google tried to understand the thinking of the

teanagers , what kind of ques could arise intheir mind?? And tried answering dem. Whileyahoo. Is more conventional


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Paid Search

Google use their ad relevancy algorithm to reduce theamount of arbitrage and other noisy signals in the Ad

Words program. They do not allow pop ups to appear on

screen while a search in on.

Yahoo! prices their ads in an open auction, with the

highest bidder ranking the highest. As a result numerous

pop ups arise on the search page,Yahoo should focus more

on informational resource rather than creating a clutter

and confusion. Yahoo should reduce its bias search results

toward commercial results


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Link Reputation

Yahoo! is still fairly easy to manipulate using low to mid quality links andsomewhat to aggressively focused anchor text

Google is much better at being able to determine the differencebetween real editorial citations and low quality, spammy, bought, orartificial links.

When determining link reputation Google (and other engines) may look at

link age

rate of link acquisition

anchor text diversity

deep link ratio

link source quality (based on who links to them and who else they linkat)

weather links are editorial citations in real content (or if they are onspammy pages or near other obviously non-editorial links)

does anybody actually click on the link?

yahoo should strive to increase the credibility of its search and linksin order to be a preferred search ingine.


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What all you can do with Yahoo! For Android

Yahoo! For Blackberry

Yahoo! For iPhone

A single mobile-optimized experience, user can access:

- Email Accounts (Including Yahoo!, Gmail, AOL Mail and Hotmail)

- Social Network (including Facebook, Twitter, MySpace)- News topics

- Stocks and financial news

- Horoscopes

- Games

- Yahoo messenger- Instant messaging with push mail services

- Job Search and more.


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Digital Strategy that can beadopted for Yahoo!


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application

should be on topapplications in

which would

reinforce the

customer to tryYahoo!! services


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As it is expected that number of users wouldincrease by 2013 in India Approximately 70 million;

Yahoo can start up with their on social networking

site with new add on features


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Collaboration

with differentmobile phone

companies to

have an factory

loaded software

to access yahoo

applications for

mobile users.


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- Yahoo!! Can buy space on Google and promote its

website for downloading various applications through

search engine optimization

- The keywords typed in Google search like mobile,

app, on the go should give first result as Yahoo! Mobile


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Yahoo!! Can

tie up withsocial

networking

sites like

Facebook,

Orkut etc..

and can

advertiseyahoo

mobile!!!!


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can go for TV commercials ,

print ads about Yahoo!! Mobile

applications with a url for its Facebook

page.


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can increase its touch points by

advertising on pocket internet recharge

coupons!!!! By collaborating with different

service providers.


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CAMPAIGN STRATEGY

Like we all know know that the major objective of the campaign is not only to

increase awareness but also to increase its usage with the increase in the users. Inshort both reach and frequency.

DIGITAL STRATEGY:

Since our TG is young and new users, we will have to make use of online mediums

which are most famous in its category to increase the reach of Yahoo :

Networking: Facebook/Orkut

Emails: Gmail

Search Engine: Google

Online gaming Sites

And other top players

A hyper link can also be attached to these ads to increase the web traffic of Yahoo

and the convenience of directly reaching the Search page!

Free Desktop Apps


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DIGITAL STRATEGY contd..

Visibility through Web Applications like- Google maps, NDTV official

applications, Skype, Opera browser and so on..

MOBILE STRATEGY:

As we have seen a steep rise in the usage of internet through mobile, we

cannot risk forgetting these users as they add to the new and limited use.

Free Yahoo Mobile Apps

Free Mobile games made around the popularity of yahooOpera mobile browser

YahooMobile Messenger/Search


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Viral Marketing

Viral marketing describes any strategy that encouragesindividuals to pass on a marketing message to others,creating the potential for exponential growth in themessage's exposure and influence.

Some viral marketing techniques:

1. Encourage Links to Yahoo

2. Encourage Word-of-Mouth Recommendations

3. Offer Desirable Products or Services that Spread YourMessage


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Off D i bl P d t S i


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Offer Desirable Products or Services

that Spread the Message

Enable visitors to e-mail post cards or greeting

cards from the website

Offer a digital game or utility for free

download that carries the marketing message.


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Thank You for your

patience

Documents

Yahoo! Products Communication (1)